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October Video Rankings: The Rise of Facebook

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Americans are watching more online video, and measurement company comScore is charting the minutes each month. For October, 2011, 184 million U.S. Internet users viewed 42.6 billion videos, with an average viewing time of 21.1 hours per viewer. That's up from an average of 19.5 hours only one month previous.

It's no surprise that the top online video provider is Google, which owns YouTube. Google served to 161.0 million unique U.S. viewers in October, averaging 424.1 minutes per viewer. That's roughly the same number of viewers as in September, but they watched for far longer (they averaged 378 minutes in September). The real surprise this month is that Facebook charged into the second spot, beating out Vevo. Facebook counted 59.8 million viewers, averaging a low 18.4 minutes each. Facebook had only been in the fifth spot in September.

Google and Facebook were followed by Vevo (57.0 million), Microsoft sites (49.1 million), and Viacom Digital (48.1 million). Rounding out the top ten were Yahoo, AOL, NBC Universal, Hulu, and Turner Digital. The rankings were similar to those from September, except for Facebook's advance.

Hulu is again the ad leader, although it's starting to look vulnerable. The site served 1.4 billion video ads to 9.7 percent of the population, averaging 46.5 ads per viewer. That's a strong change from September, where it showed 1.0 billion ads and averaged 8.8 ads per viewer. Tremor in the number two spot also had a strong month, showing 1.1 billion ads to 21.2 percent of the population. It's followed by BrightRoll (756.4 million), Specific Media (512.2 million), CBS Interactive (415.2 million), Microsoft sites (381.1 million), TubeMogul (345.1 million), TidalTV.com (325.6 million), SpotXchange Marketplace (316.5 million), and Undertone (302.1 million). The results are slightly skewed, however, as Adap.tv (which was number three in September) wasn't counted due to a technological issue.

comScore found that Vevo was the most popular YouTube partner channel in October, followed by Warner Music, Machinima, Schmooru, and Maker Studios.

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